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Amazon<\/a> is pushing for profitability in its embattled Alexa division with a new plan to offer customers an AI-powered version of its voice assistant for $5 to $10 per month. Dubbed \u201cRemarkable Alexa,\u201d the upgraded offering will provide a more personalized experience for customers and can perform more complex tasks than free Alexa versions, including writing emails, ordering food, or even making coffee after a morning alarm (at least when connected to a smart-device), Reuters<\/em> first reported<\/a>.<\/p>\n There\u2019s a lot riding on the success of Remarkable Alexa. The Alexa division has been struggling with profitability for years, reportedly losing $5 billion<\/a> in 2022 alone. Two rounds of layoffs in late-2022 and 2023 have helped stem the bleeding, but the latest AI push will need to translate to revenues quickly. Emphasizing this do-or-die sentiment, unnamed Amazon employees told Reuters<\/em> that senior management called 2024 a \u201cmust win\u201d year for Alexa.<\/p>\n \u201cIf Amazon does not see adoption of a paid tier\u2026we think Amazon could cut Alexa investment further to reduce losses,\u201d Bank of America<\/a> analysts, led by Justin Post, also warned in a Monday note.\u00a0<\/p>\n Amazon didn\u2019t immediately respond to a request for comment.<\/p>\n Post and his team did some back-of-the-napkin math to figure out just how much revenue Amazon\u2019s AI-enabled voice assistant might generate with the pricing that has been reported.<\/p>\n They found that while many Alexa devices are out of service, if just one in five are active with a unique user, that would translate to 100 million active users. And if 10% of those users are willing to pay $5 per month for Alexa, that would provide Amazon with $600 million a year in revenue. At $10 per month, that number doubles to $1.2 billion.\u00a0<\/p>\n This means Amazon can expect between $600 million and $1.2 billion in incremental revenue from an AI-enabled Alexa, even with limited adoption\u2014but Post noted that these estimates are conservative for a reason.\u00a0<\/p>\n There are a number of free alternatives to Remarkable Alexa, including ChatGPT, Google<\/a> Assistant, Apple\u2019s Siri and even the regular, free version of Alexa, that could draw customers away. \u201cWe think Alexa\u2019s capabilities will need to improve to stay competitive with AI advances from competitors,\u201d Post wrote.<\/p>\n The analyst also said he believes that \u201cAI functionality may be more useful on a PC\/phone vs. voice device like a home speaker.\u201d<\/p>\n Still, Post and his team remain bullish on Amazon overall, arguing plans for an AI-enabled Alexa offering show the company is \u201ccommitted to improving Alexa\u2019s economics.\u201d<\/p>\n Other changes at Amazon, including new fees for ad-free Prime Video and adjusted fees for grocery deliveries, also suggest an \u201congoing focus on profitability\u201d that should benefit share prices, according to BofA. Growth in Amazon\u2019s advertising business should also boost profitability, said Post, who has a \u201cbuy\u201d rating and a $210 12-month price target on shares of Amazon.\u00a0<\/p>\n The stock dipped 0.98% to $187.51 by 1 pm ET on Monday.<\/p>\n<\/div>\n\nSubscribe to the Fortune Next to Lead newsletter to get weekly strategies on how to make it to the corner office. Sign up for free<\/a> before it launches on June 24, 2024.<\/div>\n<\/div>\n